Star India to expand its viewership on digital front

Star India, the leading broadcasting company, in a bid to expand its viewership through the Internet and generate additional revenues, has tied up with Nautanki.tv. The broadcaster will make its content available on the video website, and has already started to offer video clips from Star Plus, Star One and Channel [V].

Nautanki.tv is an online platform which enables video content producers to upload and host their content in short duration formats, and distribute it through 10,000 video widgets owned by the portal.

Ajay Vidyasagar, president, Star India, says, “This tie-up gives us a new medium to take our content to viewers in India and across the world and add value to our advertisers. We also plans to roll out many such partnerships with a few of the top online portals in the coming months. We also will start offering content from our regional channels as well, which includes brands like Star Vijay, Star Pravah and Star Jalsa.”

The videos uploaded by Star India on Nautanki.tv include various clips, each of three minutes’ duration, from discontinued but popular shows such as Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki, Kasautii Zindagi Kay, and Sanjeevani. Clips of Channel [V’]s Get Gorgeous are also available on Nautanki.tv.

Sunil R Nair, chief executive officer, Nautanki.tv, says, “We offer a unique opportunity for television network like Star TV, who can leverage our platform to make their popular channels and shows available on demand to a wide online audience.”

Star India will share the revenue earned through the video advertising with Nautanki.tv, which will in turn,share it with the people who use its widgets on their blogs or websites.

This is not the first time that Star is using the online platform to expand its reach and increase viewership for its programmes. It already uploads short-duration video clips of various programmes that run on its national and regional channels on its own Internet properties such as Indya.com and Indyaondemand.com.